he wasnt a cold cruel person he was actualy a caring big bro who cared 4 sasukes well being he might have shown it in a stange way but still he was a good person he stoped the leaf from being anialated by the uchiha and he tried 2 prevent sasuke from working with madara uchiha but he coudnt becase sasuke was in a rush 2 kill him itachi could have been killed sasuke multiple times but hee didnt when sasuke killed itachi he smilled one last time and said srry little brother there wont be a next time